Nuun had long been a favorite among athletes, but there was untapped potential to reach a broader audience. To raise brand awareness and position Nuun as the easy, fun hydration solution for everyone, I art-directed the Drop it Drink it campaign. This campaign was created as part of a test-and-learn strategy, focusing on how the product works and its ease of use to determine if this messaging would resonate more than its sister campaign, Something in the Water, which highlighted the product’s benefits. Featuring high-energy talent, vibrant styling, and quick, dynamic cuts, the campaign grabbed attention while showcasing the product’s unique tablet form and effervescence. Models radiated energy and enjoyment, reinforcing the message that Nuun fits seamlessly into an active, vibrant lifestyle. Running across CTV, web, and social media, the campaign delivered strong engagement and proved that Nuun could successfully expand beyond its core athlete audience.